First Content Studio1 - Felicitari! Au castigat.
Category: Best Brand Campaign
Year / Domain / Status: 2018 / Food / Shortlisted
We decided to disrupt the classic way promotions work, build a message that make people stop and create a “wait, what?” moment. We targeted medium families from urban areas, aged between 24-45 y.o. These are social active people, a lot of them having kids at home. They are willing to get involved in the community, especially with causes they can emotionally relate to, and they want to become role models for their kids. How can a cheese help them feel they are doing something meaningful? We launched the promotion “Congratulations! They won!” – the first promotion in Romania where you don’t win anything for you, but thousands of children will thank you. The promotional mechanism represented the whole concept: Buy one cascaval Delaco DeSenvis and a poor child wins automatically a sandwich. If you liked winning nothing except self-esteem and the joy to offer a gift to a child in need – there`s more. Enter www.aucastigat.ro, take the code found on the packaging, activate it and one of the 5.000 big prizes - DeImbracat (things to wear), DeJucat (things to play) sau DeInvatat (things to learn) - will go to poor children. We built our campaign on two pillars: - Digital involvement – use technology to engage the consumers in the promotion - Innovative concept – a switch of the promotional mechanics – the first promotion where you don’t win anything for yourself but for othersExecution:
We encouraged people to actually make a donation by buying our product and be involved in the campaign using the website. Each prizes category was endorsed by a local star: - Marian Ralea “The Magician” (famous actor working with children in theatres) for DeInvatat prizes (laptops, school supplies, backpacks) - Catalina Ponor (Gymnastics Olympic Champion) for DeJucat prizes (footballs, Lego toys, badminton sets, etc.) - Dana Rogoz (actress, mother of a boy) for DeImbracat prizes (T-shirts, sport outfits, shoes). The central point of the campaign was the landing page www.aucastigat.ro: here the consumers entered the codes to activate the prizes, here we had content with influencers and videos with the ambassadors giving away the prizes to the children. Our focus was on Video Content All 3 endorsers went personally to give away the prizes “donated” by our consumers. Prizes were awarded in partnership with 3 local NGOs who have dedicated programs to help children in need: World Vision Romania, Fundatia Bucuria Darului, SOS Satele Copiilor Romania. The videos filmed when awarding the prizes were heavily promoted to ensure campaign credibility and convince more people to buy DeSenvis to help more children. The campaign had a full media mix ranging from TV and radio to the central channel, online – which represented 18% from the overall budget. We used a mix of influencers that helped us spread the message on their online communities and they chose to donate a sandwich recipe for our cause: the most famous cop in Romania Marian Godina, TV stars and social media VIPs Cabral, Andra or Oana Cuzino and one of the best stand-up comedians in Romania, Micutzu.